GFK Custom Research Baltic

Observational and Ethnographic research at GfK

If you need an up-close and detailed understanding of people and the context in which they interact with your products and services, then Ethnography is for you.

One of the key strength of Observational and Ethnographic research techniques is that they are able to uncover the ‘tacit knowledge' that is embedded in behaviour, language and material culture that may not come out in regular research.

In particular, Ethnographic research observes the consumers' in their natural environments, which can provide a more natural response than may be obtained in a forced environment.


We can answer questions like the following

Ethnographic research can be applied to any business sector or market, revealing a deeper insight into consumer behaviour within their natural environments, their routines, social and cultural structures.

Most importantly, it delivers detailed, ‘true-to-life' observation of how consumers' are interacting and responding to your products and services during their normal, daily routine.